Are we truly appreciating the full potential of motorsports, or are we, in our focus on traffic and road closures, throwing out the baby with the bath water? While local concerns about traffic congestion are valid, we must grasp the potential of racing to not only earn Barbados millions of dollars annually, but also to position our small island far more prominently on the global map.
The financial backdrop is undeniable: Motorsports is a colossal, multi-billion dollar global industry, generating an annual gross output of approximately $190 billion USD.
Barbados, with its established “Motorsport Island” brand—built on events like Rally Barbados and the world-class Bushy Park Circuit—is already punching above its weight, yet our current financial model is limited. The most significant potential lies in a strategic pivot from purely tourism-based revenue to a media-driven export model.
Motorsports is a robust engine for the traditional tourism sector, helping Barbados diversify its appeal beyond the conventional “sun, sand, and sea.” This activity provides two key benefits: Events attract high-net-worth international competitors and affluent spectators who spend significantly more than the average tourist on accommodation, shipping, and logistics. This spend is estimated to be in the multi-million dollar range annually. Furthermore, events often take place outside the high-peak tourist season, helping to stabilize employment and revenue for the hospitality sector year-round.
Any future success of the industry will hinge on adopting the international model of media monetization. By treating the events as a globally broadcasted asset, Barbados can move the sport beyond being a local tourism booster. Enhancing broadcast production quality and securing consistent media deals will transform our motorsports events into a sustainable, international export asset. This move will ensure that the island will no longer need to rely solely on physical attendance but is earning millions of dollars annually from international rights sales, while simultaneously using the powerful exposure to secure Barbados a permanent place on the global sporting map.
Bajans need to stop being myopic and see opportunity when it presents itself.